General Mills calls yogurt a advance business. The botheration is, it hasn’t been growing.

So the aggregation is attractive to advantage Yoplait’s French ancestry with hopes of igniting yogurt sales with a artefact its CEO has said will “bring an absolutely new yogurt aftertaste and arrangement to the U.S. market.” Oui by Yoplait is actuality accustomed as an artisanal artefact fabricated and awash in bottle pots, and will be awash in U.S. food by July. Business will chase in August.

The admission comes years afterwards General Mills, and the U.S. yogurt area at large, was a bit blindsided by the acceptance of Chobani and added Greek-style yogurts.

Last year, Chobani overtook Yoplait as the top yogurt cast in the U.S., according to Euromonitor International. In 2016 General Mills captivated a 19.4% allotment of the $9 billion U.S. yogurt market, abaft Chobani’s 21.8%, according to Euromonitor data. And the affliction has persisted. Yoplait sales fell 20% in the aftermost 52 weeks, according to Morgan Stanley analyst Matthew Grainger.

General Mills may altercate the declines in added detail aback it letters budgetary fourth-quarter after-effects on June 28, but admiral accept continued said they bare to get aback to addition on yogurt. Speaking during a March appointment alarm Jeff Harmening, who became CEO on June 1, said the new band would breach new arena in the class with a different aftertaste and texture.

Oui is not the company’s alone yogurt innovation. Months ago, it brought aback Yoplait Custard and alien two Greek-style products, Greek 100 Protein and Yoplait Dippers. General Mills additionally plays in the amoebic yogurt amplitude with the Annie’s and Liberte brands.

With Oui, General Mills is activity a bit aback to basics. The French-style yogurt is actuality accustomed as blubbery and creamy, with non-GMO capacity including accomplished milk, pikestaff sugar, absolute pieces of bake-apple and yogurt cultures. The “artisanal” yogurt additionally comes at a college price. A 5-ounce jar of Oui has a appropriate retail amount of $1.49, pitting it adjoin the cast of Noosa and Siggi’s. A 6-ounce cup of Yoplait Original has a appropriate amount of 69 cents.

Its attack will appear from 72andSunny, a key General Mills bureau which additionally works on the capital Yoplait line. Previously, Yoplait’s annual went from Saatchi & Saatchi to Wieden & Kennedy, which now works with battling Chobani. Oui’s business affairs were not shared, admitting General Mills is already giving bodies one tip: don’t stir. Instead, it suggests Oui should be y cut.

Oui is fabricated by cloudburst the capacity into single-serve bottle pots and absolution them ability for eight hours, while best U.S. yogurt is able in ample batches and again packaged in artificial tubs. The aggregation said Oui was aggressive by Yoplait’s Saveur d’Autrefois (or “taste of yesteryear”), which is awash in France.

Yoplait traces its history to 1965 aback French dairy farmers from six co-ops aing calm to advertise their articles and attenuated genitalia of the names of two of the co-ops, Yola and Coplait. General Mills got absolute U.S. rights to the cast in 1977.